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Jon Roskill Vice President & US BMO Microsoft Corporation

Jon Roskill Vice President & US BMO Microsoft Corporation. Agenda. Microsoft Introduction Evolving approach to Marketing Launch 2007 Launch Context – The Market Key Decision Areas Approach Waves of Activity Business Launch Events Strategy General Availability Strategy Lessons Learned.

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Jon Roskill Vice President & US BMO Microsoft Corporation

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  1. Jon Roskill Vice President & US BMO Microsoft Corporation

  2. Agenda Microsoft Introduction Evolving approach to Marketing Launch 2007 Launch Context – The Market Key Decision Areas Approach Waves of Activity Business Launch Events Strategy General Availability Strategy Lessons Learned 2

  3. FY07 Microsoft Revenue Estimates FY07 Microsoft Revenue Estimates$49.70-$50.70B (12-14% growth) $15.79-$15.94B (9-10% growth) Microsoft Business Division $6.07-$6.76B (31-46% growth) Entertainment & Devices $27.84-$28B (10-11% growth) Platform Products & Services Division

  4. Integrated Marketing Evolution Point-in-time (Launch) Continuous Conversation Solution/ Microsoft Stack Single Product Hit as many “users” as possible Targeted/sub segmented/ Measured Generic Call-to-action Customized Call-to-action Connected Sales, Partners, Services Disconnected from Sales Online and Offline Offline Transactional to Relationship

  5. Launch Context & Challenges Customers Consumer thru Enterprise Business End-users, Developers, IT professionals, Business Decision Makers Product Lines Great products but extremely broad Value-prop Windows Vista/Office desktop platform + Office System Server Staggered release timings Competitors Apple, Open Office, Apache/Linux Prior Versions - “Good enough” Partners Hardware, Software, Systems Integrators, VARs, Resellers Market Perceptions “Long time coming” Security Relevance 5

  6. US Launch Objectives • Ready the Channel • Build Awareness • Create enthusiastic advocates • Trial • Generate revenue opportunities and sales pipeline • Drive partner-customer connection

  7. Let’s take a look

  8. Launch Strategy Drive revenue growth across products and segments through mass market enthusiasm, focused business activities, and quick and effective follow-up. Quality Attendees Lead Conversion Evidence, PR Assessments Installations Trainings Solutions 100MM+ Consumer Touches 15M Advocates T+6 days From Event to Telesales

  9. Business Launch Events Strategy • Key Strategies • Sell the vision to business customers; Open the door for follow-on campaigns • Build excitement with business users • Deliver customer evidence to build credibility and prove value proposition • Key Tenets • Quality over quantity • Fill and accelerate the pipeline • Business Launch Event Architecture

  10. “WOW” Campaign Video (1:46)

  11. General Availability Launch Architecture

  12. Launch Montage Video (1:53)

  13. Lessons Learned Drive alignment on objectives across customer segments Lots of launches: Day on the price list, internet, physical disk, in stores etc PR has evolved – Blogs, reviews, Wiki’s etc. Customer evidence is hard but critical Vision for next wave of release Ability to connect from Ads to Online experience is real Leverage on-line in new ways (To support channels and to reach end users in new ways) 13

  14. Questions?

  15. Appendix

  16. Cluster Segmentation NLP Model Cross-sell model 550% lift! Principle #5: Use Data to Increase ROIExample 1: SMS&P NLP Sharepoint Portal Server Exchange Server SQL Server Etc Industrialists Extractors Customizers Etc Early Adopter Example US Eastern Region testedfor two SQL 2005 product promotions (Co-Marketing with Dell)

  17. Launch Lead Management Overview

  18. Situation Assessment 18

  19. Principle #7: Monitor Performance And Adjust Together 2: Measurement Framework 3: Standard Scorecards Investment Map 1: Marketing Objectives Creating Awareness and Changing Perceptions Driving Deployment BMO ROB Scorecard Enabling Infrastructure and Customer Data Building Communities and Relationships Generating Leads Dashboard Readying Partners Generating Leads Common Definitions Common Taxonomy Optimizing Opportunities Marketing Readiness and Talent Represent the Roles of Marketing Tie to Business Outcomes MCMP – Marketing Campaign Management Process 4: Key Enablers GMP & CSTAR – Campaign Setup Tracking and Reporting Tool

  20. Seven PC User AudiencesTaxonomy pivots on the 3 core dimensions (clusters based on 40 dimensions)1. Tech Enthusiasm (attitude)2. PC Usage for work and/or personal scenarios (behavioral)3. Those who use a PC for personal purposes only (behavioral) Super Engaged Enthused Uninspired Reluctant Personals Super Engaged: Most enthusiastic and engaged for both work & personal scenarios. (Half of all Develops are SE) Enthused Personals Enthusiastic but only engaged In personal scenarios Uninspired Personals Less enthusiastic and less active, In personal scenarios only. Reluctant Personals Least enthusiastic and least active in personal scenarios only. Enthused Practicals Enthusiastic and engaged for both work & personal scenarios. (Half of all BDMs are EP) Uninspired Practicals Less enthusiastic overall, with average participation in scenarios. Uninspired Basics: Less enthusiastic and least active with work & personal scenarios. HIGH LOW Tech Enthusiasm

  21. Sales Objectives by Event Engine • Target Account Level: • EA Renewal customers, Non-annuity VL customers (EA & Select) • Enterprise accounts; MM tier 1 accounts • MM tier 2 accounts; Non-VL customers

  22. Marketing Objectives by Customer Audience

  23. Xperience More Events Connected Productivity E-Marketing Connected Systems Collateral OE&P Associations Business Application Security Spokesperson Economic Impact D-Marketing Innovation PR Digital Innovation TV/Radio Responsible Leadership InformationWorker Consumer TDM BDM Partners IT Pro & Developer Subsidiary Integrated Marketing Model READINESS “VALUE PROPOSITION” “INTEGRATED COMMUNICATION” Campaign Management Brand Excitement VEHICLE CONTENT AUDIENCE Segments RELEVANCE REACH “ORCHESTRATED EXECUTION”

  24. Goals

  25. Principle #3: EstablishA Defined Set Of Engines • We have worked to rationalize the marketing engines we employ • EPG (1:1) – Higher touch, higher cost • Depth (1:Few) – Higher touch, lower cost • Breadth (1:Many) – Lower touch, lowest cost • Consumer – Lower touch, higher cost

  26. Planning Execution Analysis D A E B F G C Customerand ProspectData Planning Business Plans Agencies Campaign strategies GMP PAIGE Targeting and Segmentation EMMA Customer DB Prospecting DB Contact Strategy (CCM) BI Analytics Integrated Communications WWE PENs MS.com GEMs/CERT Telesales Metrics and Measurement Campaign Reporting (CER) Lead response management Siebel Analytics Interchange Glue of Integrated Marketing ModelCustomer DB, Systems & Tools, Resources

  27. Customer Data enables Integrated Marketing: IT ProsFrom single transactions to relationships Webcast Vlab Onsites Online Seminars ILT Seminars E-learning Events Books Certifications PDC TechNet Newsletters TechEd Assessments DevDays Communities

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